Responses by Jozef Ondrik, designer, Deep Throat Studio
Background: With help from Kvetoslav Bartoš of Florian Karsten Studio, the aim was to create a complex visual identity for a new theatrical production and distribution platform called Terén, located in Brno, Czech Republic, which doesn’t have its own ensemble or a permanent venue, and produces unique theatrical and crossboundary year-round projects. The ideal audience is an open-minded audience. As director Matyáš Dlab wrote in Terén’s manifesto: “Terén is searching for a new lifespan of author-audience relationships; its mission is the permanent redefinition of the purpose and position of theatre and performative art in society.”
Reasoning: The whole project was more of a discussion among the Terén team about how to tell the story and what story to tell, rather than formulate one particular language that is supposed to represent Terén. Terén collects pieces, picks them apart and rearranges them and currently works on the first miniseries of a larger whole.
Challenges: Visualizing the ideas from Terén’s manifesto, which was written by director Matyáš Dlab and dramaturge Lukáš Jiřička, and the ideas from Terén’s internal team.
Visual influences: The visuals of the Terén identity are based on the conceptual work of the cityscape of Brno. We drew all our inspiration from it, and we took its environment just the way it is. The city is full of different compositions, colors, and, many times, even contradictory accidents. We didn’t want to judge or try to change this diversity; we used this as a palette for our visuals, for the monoculture. For example, we constructed the design of the inscription Terén with different letters from shopfronts, which created a unique feel of the center of the city.
Specific demands: The most important part of the visual identity will be its implementation to the practice, long-term sustainability and ingenuity.
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